The Premise. According to a 2013 study, 23% of all smartphone users take at least one photo a day with their phone’s camera. While the result is more visual media than ever and the meteoric rise of the “selfie,” the ever-popular camera doesn’t always provide best results. Every new generation of phone promises more and more megapixels, but what about lighting? What will it take to get more than a basic flash?

The Product. Enter the Ember, an iPhone accessory that naturally attaches to the contours of the iPhone 5 and 5s, providing warm light that makes photos pop and stand out. The Ember makes the phone’s back panel a 56 LED light source with an independent power source that lasts for up to 4 hours of continuous light. Because it’s independently powered, the Ember can even be removed and held in a different position to provide my dynamic staging to any otherwise low-light photography. Color and diffusion filters are available that can be slid in and out of the housing without any fuss. Additionally, the top of the device can be removed to support any peripheral lenses.

The Pitch. With a video that calls out to the heart of every Instagram addict and selfie genius, the Ember introduces itself as a fully capable addition to any 5-series iPhone. What really makes the strongest point however, are side-by-side comparisons of night photos taken with the built-in iPhone flash versus the Ember. The colors are warmer, the details more natural, and the overall aesthetic is much more pleasing. Naturally, Instagram is among the social networks that Ember is present on. Creator Jedd Goble needs $30,000 to make his dream of well-lit mobile photography a reality. At this time the only stretch goal available is that at $50,000, Ember will be fully funded for large-scale production.

The Perks. Getting an Ember in choice of white or black, with tripod adapter and warming filter, takes a pledge of $59. The Pro Package at $99 will include additional colored filters.

The Potential. While a bit big and ungainly, the accessory perfectly complements the modern Bohemian market that Apple has worked so hard to cultivate. Attaching an Ember makes any iPhone scream business in the front, fashion shoot in the back. The features of the Ember stand out against its competitors and are well-designed to appeal to the finicky perfectionism of professional photographers while being simple enough for the late-night party crowd. The Ember might not be for everyone, but people who always have their phone out taking pictures for social media will definitely want to pick one up.